Based on ABC consumer attitude theory, the personal characteristics of livestreaming marketing weblebrities were divided into professionalism, credibility, interactivity, and attraction, and a research model was constructed to investigate the influence of characteristics of livestreaming marketing weblebrities on consumers’ purchasing behavior to study the influence mechanism of the characteristics of livestreaming marketing weblebrities on consumers’ impulse buying and purpose buying. The data were collected through online questionnaires, and Spss Statistics 26. 0 and Amos 24. 0 were used to analyze the collected questionnaires and conduct hypothesis testing. The results show that there is a mediating effect of consumer cognitive attitudes between the professionalism, interactivity, and attractiveness of livestreaming marketing weblebrities and consumers’ impulse buying and purpose buying; and there is a mediating effect of consumer affective attitudes between the professionalism and interactivity of weblebrities and consumers’ purpose buying.